Sonae Sierra SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1449

SWOT Analysis of Sonae Sierra with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sonae Sierra

Parent Company

Sonae SGPS, S.A.


Food and Non-food Retail


Lifestyle and Retail

Tagline/ Slogan



Sonae Sierra is the international shopping centre specialist that provides ultimate shopping experiences to customers



Middle and Upper income households

Target Group

Households which prefer a holistic shopping and leisure experience


A high-quality, high value shopping experience

SWOT Analysis


1. Fully integrated operations chain from ownership to management and development of shopping and leisure centers
2. Strong Brand Image with maximum awards won by any retail chain
3. It moves into new businesses through joint-ventures, as with France's Carrefour for hypermarkets and supermarkets, Germany's Vobis for computer stores, France Telecom for telecommunications, Brazil's Emplanta for shopping centers and, after acquiring the know-how, Sonae usually buys its partners' stakes
4. Also acts as Third party service provider for Shopping Centres Development and Property Management through creation, expansion, refurbishment, leasing or management of a shopping centre.

5. A strong, merit-based managerial culture instigated by its President, personified in the "HomemSonae" (Sonae Man), a model that follows strict rules, both on- and off-work

6. Multi-brand formats : M24 (convenience and gas-station stores), Continente (hypermarket), ContinenteBomDia (small-size supermarkets), ContinenteModelo (medium-size supermarkets), Worten (electronics & home appliance store), Modalfa (fashion stores), Sportzone (sportswear stores), Zippy (kids' fashion stores)


1. Negative publicity due to accusations of allegedly deceiving its investors
2.Nature of business highly prone to economic scenarioand limited market share due to competition


1.Seek growth through synergetic JVs and Acquisitions, foray into newer products and services
2.Seek expansion into new continents such as Asia and North America
3. Promote business through rampant digital marketing


1. Downfall in Real Estate industry to affect growth through building new stores
2.Increasing presence of local and global competitors in retail
3.Rising costs of labour, fuel etc.



1.ComanhiaBrasileira de Distribuicao SA

The table above concludes the Sonae Sierra SWOT analysis along with its marketing and brand parameters.


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